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The CMO's Greatest Enemy -- delivered at SxSW 2017

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If you’re a CMO today, you are stalked by a silent killer, an implacable enemy that is guaranteed to reduce your success and harm your career if you don’t do something about it. A bit melodramatic for you? Ask the CMOs who were part of what is likely a new record number of marketing leaders who lost their jobs in 2016.

The enemy of every CMO is called Time to Impact, and it can exert a profoundly negative impact ion your ability to show Economic Alignment with the business and prove your value.

Published in: Marketing
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The CMO's Greatest Enemy -- delivered at SxSW 2017

  1. 1. ©2017 Proof Mark, Inc. All rights reserved.
  2. 2. required to drive revenue don’t understand ROI measurement are not showing business impact reason for firing: failure to prove business impact #194% 90%70% 35% of board members come from sales <1% of board members are marketers ©2017 Proof Mark, Inc. All rights reserved.
  3. 3. Deal Gen Deal Expansion Deal Velocity Revenue Margin Cash Flow ©2017 Proof Mark, Inc. All rights reserved.
  4. 4. TIME TO IMPACT ©2017 Proof Mark, Inc. All rights reserved.
  5. 5. ©2017 Proof Mark, Inc. All rights reserved.
  6. 6. ©2017 Proof Mark, Inc. All rights reserved.
  7. 7. THE ECONOMY JOBS HEALTHCARE WAR & PEACE CLIMATE CHANGE INFRASTRUCTURE ©2017 Proof Mark, Inc. All rights reserved.
  8. 8. Marketing’s business impact starts to be visible around the same time the C-suite decides to fire CMO 0 6 10 19 20 Hired Listen Learn Change Rollout Begin Business Impact Fired Achieve Operating Tempo ©2017 Proof Mark, Inc. All rights reserved.
  9. 9. 0 6 9 12 FIRED Search for New CMO Adjust to new Role The cycle repeats Replace agencies and team ©2017 Proof Mark, Inc. All rights reserved. CONTINUES… …AND THE FALLOUT SPREADS
  10. 10. Awareness Confidence Trust Paid/Owned Earned/Shared More Customers Bigger Deals Faster Deals Revenue Margin Cash Flow ©2017 Proof Mark, Inc. All rights reserved.
  11. 11. MANY OF LIFE’S FAILURES ARE PEOPLE WHO DID NOT RECOGNIZE HOW CLOSE THEY WERE TO SUCCESS WHEN THEY GAVE UP.WERE FIRED ©2017 Proof Mark, Inc. All rights reserved.

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